Earlier this year, Mad For Lipstick launched its product. The market feedback showed that for most of the masses, Mad For Lipstick was just another matte liquid lipstick with no standout factor. In response to this, Mad For Lipstick decided to level up its brand—to boost its business performance and to be a standout amongst its competitors. In this project, we helped the brand team to identify their DNA as a cosmetic brand and set it as the stepping stone to illuminate a clearer brand concept. Setting the stone as ‘The Radical Beauty’, we then leveraged the concept into a launching campaign through a #BreakTheStandard activation.
We created a monogram of MFL which can be read as ‘ME’—the new beauty standard of one’s self. The monogram is made from the signature brand mark supporting the new brand concept and yet simplifying the brand mark itself. then we redesigned the packaging to be reflective of messages on the Monogram. We used the torn sticker of the packaging to strengthen the brand message (break the standard anyway!).
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